You’re hearing it everywhere: “New Year, New (insert new me, new marketing plan, or your own new thing you’re changing).”
But we’re not really new, are we? Just the same us, trying to be a little better than we were last year. Agencies are no different. While we may not be talking about total re-invention, there’s always an opportunity to become just a little bit better at what we’re already doing. For most agencies, that means retaining clients and making them happier. One really valuable way to do that is to deepen the bonds of trust.
An element of trust is inherent in any agency-client relationship. If a company is paying an agency to do work for them, that company is placing their brand and their marketing dollars into the agency’s hands. Ultimately, both parties establish a mutual trust and understanding with the intent of getting positive results.
As you move into the new year, one burning question in your agency may be, “How can we continue to build trust with our clients?” Communication is crucial to relationships that depend on trust and reporting is powerful and essential form of client communication.
Start the year by taking a good look at your current digital marketing reports and thinking about how you can improve them. Ultimately, you’ll build trust through transparency and by showing how your work relates directly to your client’s goals.
A doctor wouldn’t treat two different patients the same just because they were diagnosed with the same condition. As a doctor of marketing, shouldn’t your client campaigns be subject the same kind of nuance?
We’d argue yes.
Sure, there may be digital marketing guidelines and practices that are common across verticals, but that doesn’t mean there isn’t room to refine your reporting practices based on a client’s specific industry. When it comes to healthcare, there are distinct procedural and user behaviors that can be used to strengthen both reporting and your marketing campaigns.
According to a report from Econsultancy
, healthcare and pharma industries will spend $1.93 billion on paid digital advertising in 2016. Many digital agencies have the opportunity to work with companies in this space, whether specializing in the healthcare niche or having select clients in the field.
Healthcare clients are likely to have highly organized marketing staff who care about detailed data. They’ll want to see detailed breakdowns of campaign performance in regular digital marketing reports and hear thought-out explanations to justify recommendations.
In this article, we’ll cover a few tips to help you build better analytics reports for healthcare clients.
“If you can’t measure it, you can’t improve it.”
So wrote Peter Drucker, an “Austrian-born American management consultant, who contributed to the practical foundations of the modern business corporation” 
. The main reason why you should measure it is that it forces you to pay attention to your activity and identify what needs to be improved.
But before you get to that optimization point, you need to define what your KPIs are. They differ in every business, sector and organization.
If you partner with Megalytic to pursue digital marketing success for your business and your clients, you need to first define what success means to you. In my organization, Mercator Media
, we look at different parameters to define success for our clients. We are a B2B media company building audiences and creating new markets online and then selling advertising spaces on our 14 websites to influence that audience. We are able to give our clients access to over 160,000 professionals in the marine industry globally.
These ad spaces take different forms; they can be one of the following:
- a sponsored article about a client’s new product or event published on our news websites;
- a directory entry about a client’s organization with details on their specialty, address, contact details and lots of other useful content;
- jobs published in our jobs section for all relevant positions within our industry;
- a sponsored post on our Social Media channels (Facebook and Twitter);
These advertising spaces are products that allow us to survive as an organization, so you can only imagine how important they are for us. But we could not keep reselling them to the same clients if we were not able to measure what the clients consider relevant. And this is thanks to Megalytic. Let’s look at an example of what I am talking about.
When it comes to data-based reporting, templates aren’t just a good practice – they can be a lifesaver! Using repeatable formats with plenty of room for customization is the key to maximum efficiency. In agency life, with a thousand things to do every day, efficiency is everything.
A solid foundation is essential to making templates work. Taking the time to build a strong infrastructure that will serve you and your clients is worth the extra effort at the outset. We’re here to help make that even easier.
So, imagine today is the first day of a new quarter. You need to start cranking out digital marketing reports for all of your clients. But where do you start?
Whether you’re just getting started building reports or have been creating reports for years, we want to share some of our favorite tips on building report templates that highlight your agency’s awesome work. Like everything, the first step is to know your goals, so start by thinking about the data that you need to include in a report.
Some aspects of digital marketing may always be a little mysterious. It’s not like a billboard where you can see the finished product towering over a highway. It’s not like being engaged to design a brochure that, once complete, can be seen and held. In a digital marketing campaign, the time spent researching which keywords to bid on and shifting budgets based on past results isn’t tangible. Evidence of hours conducting outreach for links may only be visible as records of outgoing emails.
This makes the results your deliverable.
Beyond business growth, which is hopefully evident to your clients, results are delivered through reporting. That’s why we spend time meticulously preparing a perfect monthly report (on Megalytic of course) outlining successful metrics for a client’s digital marketing campaign.
Because this data is your deliverable, it is crucial to ensure your client actually understands the information in the report and the action items you’re accomplishing for them. In order to do that, regular communication is the key to keeping clients engaged with your work.
To keep the dialogue flowing, schedule regular meetings with your client to review results and plan future tactics. In this article, we’ll discuss seven tips for effective client reporting meetings.